4 Steps for Brands to Help Break Through the Bubble of Health Misinformation

When we think of misinformation/disinformation in the health space, most thoughts go to the height of the pandemic and the unprecedented noise, confusion and concerns over the COVID-19 vaccine – its safety, effectiveness, risk/benefits, necessity and much more. As many health professionals and public health officials would point out, the impact this has had in ongoing vaccine confidence and coverage rates (beyond just COVID-19) is an alarming public health priority.

Health-related misinformation is frustratingly prolific beyond the vaccine space – from falsehoods about weight loss, cancer treatments, reproductive health/birth control, and more.  A quick internet or social media search (no matter how well intended) often returns discerning results, misleading guidance and harmful alternative treatments which can perpetuate confusion and mismanagement. For example, a study published in the Journal of the National Cancer Institute found that one-third of popular cancer articles on social media contained misinformation and the majority of these contained a potential for harm.

With everyone in their own online information bubble, affirmation can often win over facts. Content on social media is personalized and filtered by algorithms, amplifying users’ behaviors which may contribute to selective exposure. For many, their info ecosystem is filled with content and “experts” that will prove their individual theories or stir their personal curiosities on several topics that are important to them. Although not the sole North Star for awareness and education, online search results and social media content have taken on greater weight and influence. It’s not just a step we take sometimes to understand, learn or explore, but rather a regular touchpoint for support, connection and information exchange.

Educating the public and building trust amidst an increasingly distrustful environment is an ongoing and increasingly complex business challenge. And it can often feel like a mad dash is afoot to keep up oversight to ensure authoritative, accurate information rises to the top – particularly via online and social platforms. The U.S. Food and Drug Administration, for example, recently updated its draft guidance for how pharmaceutical and medical device companies can address misinformation – updated to clarify and provide parameters for how industry can deploy either “tailored responsive communications” or “general medical product communications” about approved products or medicines. But while these and other efforts evolve, there are essential steps that brands can maintain and improve upon to tackle misinformation and disinformation. Here are four key actions that you can take to help break through the bubble:

1. Utilize AI technology for monitoring, analytics and analysis.

• Debunk or preemptively get ahead of false content as quickly as possible, offering alternative explanations to arm people with accurate information.
• Create criteria to help evaluate and determine when to act, such as: Is this truly reaching and misguiding the audience(s) that matter the most, or is this content/chatter within an echo chamber that does not resonate? How “far and wide” is this spreading – is it contained to a group outside target audiences or is it influencing others more relevant/applicable to the organization?

2. Use targeted audience identification – informed through data.

• Stay focused on the audiences that matter to your organization/brand, where they are consuming information and how they are sharing/engaging with relevant content and experts.
• Once defined, it is important to keep a pulse on your key audiences, for example: how their information consumption habits change, any new influencers or experts that they are following, new ways they are engaging, emerging actions they are taking.

3. Lift up authoritative voices.

• People take cues from those they trust, but the challenge now is that trust is not often gained through expertise. Establish strategic partnerships with healthcare professionals, key opinion leaders and industry influencers to showcase their credibility and knowledge.
• Amplify their platforms in support of spreading accurate health information and counteracting misinformation in their own words. And be responsive to community feedback and engagement in order to maintain authenticity and connections.

4. Collaborate with colleagues to measure and mitigate risk.

• The lines will continue to blur around who within an organization is responsible for addressing misinformation and disinformation. But like other issues preparedness, marketing communications and brand strategy endeavors, each team member has a unique and integral role. Ensure that roles and responsibilities are clearly mapped out and a triage chain of working is mutually agreed upon.
• Any best laid plan should also be consistently revisited and reviewed – as new channels build popularity, changes within health categories arise and new experts and influencers come forth, your organization’s point of view and response plan must evolve alongside.

A working playbook for addressing misinformation is a fluid, ever-changing endeavor – of critical importance to help ensure science-backed, evidence-informed, expert-driven content achieves the reach it needs – as the infodemic struggles continue to overcome rumors, fear and mistrust.

This post was co-authored by Bethany Henneman.

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